Target Audiences and Stakeholders in Advocacy
Identify Target Audiences:
Decision-makers and Influencers
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Step 3:
Identify Target Audiences:
Decision-makers and Influencers
•
Target audiences:
whom we advocate to (primary and
secondary)
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Primary:
the
decision-makers
who have the authority to
bring about the desired policy change
•
Secondary:
people who have access to and are able to
influence
the primary audience
•
Know the policymaking process so that you can use it when
deciding how to approach your target audiences
.
•
Know the audiences and their relationships with each other to
create suitable advocacy strategies and messages.
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Primary
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Decision-making power
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Often easy to identify
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Secondary
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Influential with the primary target audience
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May be a “gatekeeper” for other audiences
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Influential with other secondary target audiences
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Someone you have access to and credibility with
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Opponents are those not in favor of the
suggested policy change.
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May oppose due to:
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Lack of information
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Concerns about funding
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Desire to maintain status quo
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Timing
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Know the opposition and their motives,
arguments, strengths, and level of influence
with the target.
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Visually depicts the target audiences and
other stakeholders’ position related to an
advocacy issue—support, oppose, or neutral.
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Support
Capital PLHIV
Association
Neutral
Leader of care
and treatment
technical
working group
Oppose
Director,
Health
Budget
Office
Cabinet
secretary
Director,
HIV/AIDS Dept.
President of
National
AIDS Control
Coalition
Indicates a relationship between two stakeholders
Indicates an existing relationship with your organization
Indicates amount of influence (the larger the font the greater the influence)
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1.
Select one advocacy objective.
2.
Develop a power map (30 minutes).
–
Brainstorm stakeholders with some relationship to your
advocacy objective; think of traditional and nontraditional
targets, allies, and other groups with an interest in this
issue (e.g., community leaders, celebrities, business
leaders, relatives of the target audience).
–
Write the names of the individual stakeholders; place them
on the map according to their support/opposition/neutral
(if unknown, choose neutral); size of name = power.
–
Indicate relationships between organizations using arrows
and other symbols.
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3.
On your power maps, draw a square around
primary targets and an oval around
secondary targets (30 minutes).
4.
Prepare to present your power map
(presentations 5‒7 minutes per group).
Activity adapted from: Networking for Policy Change: An Advocacy Training Manual, 1999.
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Consider:
1.
Level of knowledge about
Level of knowledge about
the advocacy issue
the advocacy issue
2.
Level of support or
Level of support or
opposition for the issue
opposition for the issue
3.
Motivations of the target audience
Motivations of the target audience
4.
How the target audience gathers and
How the target audience gathers and
processes information
processes information
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1.
1.
Level of knowledge about the advocacy issue
Level of knowledge about the advocacy issue
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How much does the target audience know about
the issue?
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Is the target audience well informed or do they
lack accurate information?
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2.
Level of support for or opposition to the issue
Level of support for or opposition to the issue
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Has the target audience actively and/or publicly
supported or opposed this issue?
•
What is the evidence/information available?
•
If no evidence, what do we assume their position to
be based on our contextual knowledge?
•
Are you uncertain of their position?
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3.
Motivations of the target audience
Motivations of the target audience
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How could your target audience benefit from
supporting your advocacy goal/objective?
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What motivates the target audience to act?
Examples:
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Celebrity gets enhanced image/reputation
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Politician gets good media coverage, aligns
with re-election goals
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4. How the target audience gathers/processes
4. How the target audience gathers/processes
information
information
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What information sources does the audience
rely on?
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How does the audience best process
information?
Example:
A PhD may prefer epidemiological statistics, whereas
a politician may prefer polling data.
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1.
Transfer the primary and secondary target audiences
from your power map to the Audience Analysis
Worksheets.
2.
In your groups, complete a worksheet for each target
audience, alternating between primary and
secondary target audiences. Complete at least one
primary and one secondary target analysis in the
next 45 minutes.
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Statements in support of or against your issue?
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Occasional or frequent statements = high rank
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No or infrequent statements = low rank
•
Awareness of, or accuracy of, information?
–
Accurate information shared = high rank
–
Lack info or inaccurate info = low rank
•
Benefits for the target audience?
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Audience interests aligned with issue
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Timing of events (e.g., elections, public holidays)
•
Information gathering and processing?
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Data or story driven
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Details or big picture
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What additional information do you need for
an accurate assessment?
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Where will you get the information?
•
Why do we identify potential benefits to target
audiences?
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What should we do with a target audience who
is strongly opposed to our issue?
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7
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Define primary and secondary target audiences
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Describe the key elements of a power map
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Use a power map to illustrate stakeholders and their
positions related to a policy advocacy objective
•
List four key areas to consider when conducting a
target analysis
•
Apply target analysis techniques to specific target
audiences
Learn how to identify primary decision-makers, secondary influencers, and potential opposition in advocacy campaigns. Discover the importance of understanding power dynamics through mapping stakeholders' positions and relationships. Utilize this knowledge to create effective advocacy strategies in pursuit of policy change.
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Presentation Transcript
Identify Target Audiences: Decision-makers and Influencers
Step 3: Identify Target Audiences Step 3: Identify Target Audiences- - Decision Influencers Influencers Decision-makers and Influencers Decision- -makers and makers and Step 3: Identify Target Audiences: Target audiences: whom we advocate to (primary and secondary) Primary: the decision-makers who have the authority to bring about the desired policy change Secondary: people who have access to and are able to influence the primary audience Know the policymaking process so that you can use it when deciding how to approach your target audiences. Know the audiences and their relationships with each other to create suitable advocacy strategies and messages.
Primary and Secondary Target Audiences Primary and Secondary Target Audiences Primary Decision-making power Often easy to identify Secondary Influential with the primary target audience May be a gatekeeper for other audiences Influential with other secondary target audiences Someone you have access to and credibility with
Opposition Opposition Opponents are those not in favor of the suggested policy change. May oppose due to: Lack of information Concerns about funding Desire to maintain status quo Timing Know the opposition and their motives, arguments, strengths, and level of influence with the target.
Power Map Power Map Visually depicts the target audiences and other stakeholders position related to an advocacy issue support, oppose, or neutral.
Power Map Example Power Map Example Advocacy Objective: The director of the HIV/AIDS Department of the Ministry of Health will form a task force to compile and review national health budget data by the end of 2013. Support Neutral Oppose Capital PLHIV Association Director, Health Budget Office Leader of care and treatment technical working group Cabinet secretary Director, HIV/AIDS Dept. President of National AIDS Control Coalition Indicates a relationship between two stakeholders Indicates an existing relationship with your organization AA Indicates amount of influence (the larger the font the greater the influence)
Activity Activity 1. Select one advocacy objective. 2. Develop a power map (30 minutes). Brainstorm stakeholders with some relationship to your advocacy objective; think of traditional and nontraditional targets, allies, and other groups with an interest in this issue (e.g., community leaders, celebrities, business leaders, relatives of the target audience). Part 1 Part 1 Write the names of the individual stakeholders; place them on the map according to their support/opposition/neutral (if unknown, choose neutral); size of name = power. Indicate relationships between organizations using arrows and other symbols.
Activity Activity Part 2 Part 2 3. On your power maps, draw a square around primary targets and an oval around secondary targets (30 minutes). 4. Prepare to present your power map (presentations 5 7 minutes per group). Activity adapted from: Networking for Policy Change: An Advocacy Training Manual, 1999.
Target Audience Analysis Target Audience Analysis Consider: 1. Level of knowledge about the advocacy issue 2. Level of support or opposition for the issue 3. Motivations of the target audience 4. How the target audience gathers and processes information
Target Audience Analysis Target Audience Analysis 1. Level of knowledge about the advocacy issue How much does the target audience know about the issue? Is the target audience well informed or do they lack accurate information?
Target Audience Analysis Target Audience Analysis 2. Level of support for or opposition to the issue Has the target audience actively and/or publicly supported or opposed this issue? What is the evidence/information available? If no evidence, what do we assume their position to be based on our contextual knowledge? Are you uncertain of their position?
Target Audience Analysis Target Audience Analysis 3. Motivations of the target audience How could your target audience benefit from supporting your advocacy goal/objective? What motivates the target audience to act? Examples: Celebrity gets enhanced image/reputation Politician gets good media coverage, aligns with re-election goals
Target Audience Analysis Target Audience Analysis 4. How the target audience gathers/processes information What information sources does the audience rely on? How does the audience best process information? Example: A PhD may prefer epidemiological statistics, whereas a politician may prefer polling data.
Activity Activity 1. Transfer the primary and secondary target audiences from your power map to the Audience Analysis Worksheets. 2. In your groups, complete a worksheet for each target audience, alternating between primary and secondary target audiences. Complete at least one primary and one secondary target analysis in the next 45 minutes.
Considerations for Analyzing the Information Considerations for Analyzing the Information Statements in support of or against your issue? Occasional or frequent statements = high rank No or infrequent statements = low rank Awareness of, or accuracy of, information? Accurate information shared = high rank Lack info or inaccurate info = low rank Benefits for the target audience? Audience interests aligned with issue Timing of events (e.g., elections, public holidays) Information gathering and processing? Data or story driven Details or big picture
Discussion Questions Discussion Questions What additional information do you need for an accurate assessment? Where will you get the information? Why do we identify potential benefits to target audiences? What should we do with a target audience who is strongly opposed to our issue?
Learning Objectives Learning Objectives Session 7 Session 7 Define primary and secondary target audiences Describe the key elements of a power map Use a power map to illustrate stakeholders and their positions related to a policy advocacy objective List four key areas to consider when conducting a target analysis Apply target analysis techniques to specific target audiences
